Multimodal Interactivity and Brand Image of Xiaomi Company: Take its Overseas Product Launches as an Example

Fang GUO, Changlong HE, Xiaoli SONG


In recent years, the mobile phone has become an indispensable part of people’s life, which is an important tool for people to socialize, shop, relax and pay. With the saturation of domestic mobile phone market, Chinese manufacturers are gradually casting their eyesight abroad and seeking to enter the overseas market. Xiaomi company is one of the best. Nowadays, almost all mobile phone manufacturers will launch new products through the product launching ceremony, which is also a good way of marketing and brand image transmission. The product launch usually contains abundant multimodal resources, such as image, text, music, video and so on. Therefore, the multimodal resources of Xiaomi product launch are worth exploring, which can provide experience and reference for other companies preparing to penetrate the international market. Drawing on the analytical framework of the interactive meaning of visual grammar, this thesis selects five videos of Xiaomi mobile phone product launch from 2016 to 2020 as the main research objects to elucidate how Xiaomi allocate the multimodal resources in its product launch and how multimodality facilitates the construction and transmission of Xiaomi’s brand image.


Multimodal interactivity; Visual grammar; Xiaomi phone; Brand image; Product launch

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